How Trade Fairs Have Evolved Throughout The Years
When thinking about the evolution of trade fairs, one has to consider how long people have been doing business with each other. The exchange of goods and services has been fundamental to our civilization’s survival. The basic principle has stayed the same, although the offers and the context in which they’re presented have vastly evolved. From animal skins for food to expert knowledge for email addresses and consent to be contacted later on, here’s how trade fairs have evolved throughout the years.
In this post, I want to take a moment to reflect on how far we’ve come in terms of event organization. Let’s walk down the memory lane to see how it all started and what’s changed since then in the event planning business.
A (very) brief history of trade fairs
At one point in time, some form of exhibiting must have been the only way to market and sell your goods to a wider clientele. Ancient Middle Eastern bustling bazaars were perhaps the predecessors to trade events we now know.
A little down the line, late medieval Europe saw capitalist merchants travel to different locations to showcase their offers. Exhibitions then became rather common in Europe and North America in the 18th century.
From then on, the concept has only been growing, as trade fairs provide a convenient and engaging platform for sellers and buyers alike to come together and do business.
Alright, alright, now bring us back…
Back to the present day
Despite the fact that a lot of commerce has now shifted to the digital realm, many of the more traditional, well-established industries still find trade fairs and other events an important part of their business operations.
That said, modern-day trade fairs differ greatly from the original stall-filled town squares. The goal remains the same though – to do business. It’s just that the whole setting has evolved with time.
So, what’s changed? Which aspects of trade shows have grown? What had the biggest impact on the kind of business events we see these days?
How event organization has changed
There’s a number of ways in which trading events we see presently differ from ancient merchant get-togethers.
Sure, there must’ve been big bazaars back in the day, with merchants and clients pouring in from foreign kingdoms. Still, they wouldn’t stand a chance in terms of numbers when compared with current events attracting tens of thousands of participants and exhibitors from all continents.
Contemporary trade fairs are incomparably more organized too. They require a conscious effort by a team of specialized people to make them a success. Different types of relations forged between various parties involved are way more intricate as well.
Launching an event no one’s heard about makes no sense. We live surrounded by a lot of informational noise so it’s one of the event managers’ tasks to get the message about an upcoming show in front of potentially interested participants. Sounds straightforward but event promotion in all its different forms isn’t an easy job.
This changing aspect also concerns the way participants interact with each other during and after the show. Obviously, here’s where new technologies, unavailable to previous generations of event organizers, come in and provide more business opportunities.
Yes, the chance to meet and talk to a manufacturer or a service provider at his booth is the essential part of any trade show. If that was all there was though, it’d probably be a bit boring for a modern day man. Besides, exciting extras are one of the ways to stand out and attract more participants.
People not only want to do business but also be entertained somewhere along in the process. Here’s the opportunity to make them stay longer, keep them engaged, and create additional buzz around the event.
Networking after parties have become an important staple helping new business partners get to know each other better and possibly do some more business. The use of new techs, such as AR or VR, adds flair and lets participants immerse in the show to an even greater extent.
The more new, exciting stuff show organizers have been adding to their events, the more people have started to expect, and the higher expectations have prompted organizers to up their game.
This has created a rather healthy cycle leading to an improvement in the overall quality of trade shows. We’ve come a long way since the days of old when all fairgoers wanted was to get a good price on the product.
Event organization is a dynamic industry, constantly evolving as we progress socially and technologically. From ancient market squares to tiny, niche-specific events, to multi-million dollar shows at huge venues, to even virtual shows you can attend from anywhere – it’s clear that the basic concept stands the test of time and isn’t going anywhere.
Our social structures have changed for sure and this has undoubtedly altered the way trade fairs are being run. Fast-paced technological development also continues to have a tremendous impact on all kinds of events.
All these developments now require event planners to be able to move between different disciplines smoothly, as there’s way more planning to do and things to consider before successfully launching a show. On the other hand, there are many new avenues for you to spread wings creatively in and thus make the event an unforgettable experience for everybody involved. At the end of the day, that’s what this is all about…